Posts Tagged ‘Amy Mitchell’


Mobile Aids Growth of Traditional Media

Friday, June 29th, 2012

Despite what some proponents contend, traditional media is not dead. In truth – it’s not even on life support.  Sure, The Media has changed in scope (with the biggest decline in outlets occurring in 2009), but certainly not in respect to relevancy, and absolutely NOT in how news consumers access content and satiate their growing appetite.

Why do I think so?  “A mounting body of evidence finds that the spread of mobile technNot seeing all of your media coverage is like looking at the grand canyon through a strawology is adding to news consumption, strengthening the appeal of traditional news brands and even boosting reading of long-form journalism,” confirms The PEW Research Center in its State of the News Media 2012.

The PEW study shows, “27 percent of the population now gets news on mobile devices. And these mobile news consumers are even more likely to turn to news organizations directly, through apps and homepages, rather than search or recommendations – strengthening the bond with traditional brands.” 

Our changing media consumption habits are augmenting, not diminishing, the importance of traditional media. Largely in part to how today’s audiences access The Media across multiple platforms and channels rather than simply swapping one media type for the other.

 The study goes on to cite the comScore whitepaper on Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits, quoting, “The evidence also suggests mobile is adding to, rather than replacing, people’s news consumption. Data tracking people’s behavior, for instance, find mobile devices increased traffic on major newspaper websites by an average of 9%.”

What’s even more interesting is that mobile users tend to favor traditional media values even when using digital platforms to access the content. For example, “The data also found that the reputation or brand of a news organization, a very traditional idea, is the most important factor in determining where consumers go for news, and that is even truer for mobile devices than on laptops or desktops,” according to Amy Mitchell and Tom Rosenstiel of the Project for Excellence in Journalism, and Leah Christian of the Pew Research Center in Mobile Devices and News Consumption: Some Good Signs for Journalism. 

Despite the growth of social media, the brand reputation of traditional media (which also has a social ecosystem) has more influence on audiences – exceeding shares on social networks, including Facebook and Twitter, and even those made by friends.

So, the next time you read a tweet or hear about the demise of traditional media, try to put it in perspective and remember that unless you are seeing your coverage from ALL types of media, you won’t have an accurate representation of how your messages are playing out and influencing ALL of your audiences. While I recommend stakeholder targeting related to your goals and initiatives, all forms of an outlet should be part of your sample or you are skewing your data and results of a high level of integrity based on sampling. Ironically, in an effort to be trendy, some organizations focus solely on digital. However a digital focus alone, that doesn’t include traditional media, is blindingly misleading and can be equated to looking at the Grand Canyon through a straw. Sure, it’s pretty, but you miss more than you see!

Overcoming Blogger’s Block

Monday, February 7th, 2011

What to blog about?

istockphoto.com Good IdeaThat is the question I’ve been asking myself for a few days. In my pursuit of a topic for a post, I realized I’m not alone… Writer’s block has always been something that communications professionals, and others, have struggled to overcome. But now that audiences expect instantaneous access to new content and materials via blogs and other social media, it’s becoming even harder to keep up and remain, well, “fresh.”  

In hopes of beating my own blogger’s block, I decided to take a look at some PR resources for inspiration. I’d like to give you some, in case you, too, find yourself in a similar situation.

One: Arik Hanson recapped a blog discussion last November on 24 ways to feed the blog beast. I’ve referred to this list several times. In fact, my BurrellesLuce colleague Valerie Simon has utilized number nine, summarizing various Twitter chats, several times since she leads both the #PRStudChat and #HAPPO chats. I especially like number 20 on using best of posts. This strategy allows me to include information from multiple, valuable sources and give some “link love” to other great blogs.  

Two: My Google Reader is a great resource for searching for topics and other blogs of interests. Josh Braaten, Big Picture Web Marketing, notes this tip in his post, Four Tips for Overcoming Blogging Writer’s Block. He also suggests using Twitter to review hot topics and ask for ideas.

Three: The startup, Skribit claims to be the cure to writer’s block. The application allows you to get feedback and suggestions from readers of your blog. Mashable even highlighted the tool in its Spark of Genius series, and based on the comments, I would give it a try.

Four: I’ve asked my network for ideas. I don’t always use the ideas, but the act of reviewing their ideas often leads to new ones. For this post, I asked Peter Shankman for some  good writers’ karma, because he had tweeted about  how a blog post just came to him and he had a great writing session. And he sent it (the good writer’s karma) my way via DM.

Five: And don’t forget the traditional media! My colleague Tressa Robbins recently wrote a blog post, News in Our Digital Lives: “Old” Media Still Matters, recapping the annual joint meeting of PRSA, IABC, and CSPRC.  Amy Mitchell, deputy director for the Pew Research Center’s Project for Excellence in Journalism presented some interesting finds, confirming the importance and reliance on traditional news. “In one American city (Baltimore), a whopping 92 percent of new content came from “old” media, proving that the published story is just the beginning of its life cycle.”

How do you get ideas for your blog posts? What themes have resonated with your readers? What topics would you like to see covered on Fresh Ideas?

News in our Digital Lives: “Old” Media Still Matters

Friday, February 4th, 2011

Amy Mitchell PEW Research Center Project for Excellence in JournalismA couple weeks ago, I had the pleasure of hearing Amy Mitchell speak in St. Louis at the annual joint meeting of Public Relations Society of America (PRSA), International Association of Business Communicators (IABC) and Community Service Public Relations Council (CSPRC), of which BurrellesLuce was a sponsor. Mitchell, a native of St. Louis, is the deputy director for the Pew Research Center’s Project for Excellence in Journalism (PEW PEJ).

Mitchell spoke to a group of roughly 250 communicators about the new news consumer and media trends for 2011.  It was an intensive presentation complete with plenty of charts, graphs and statistics. I won’t attempt to recap everything that was addressed but, here are some of my key takeaways:

  • No surprise that there is more news consumed now than a decade ago with 33 percent of Americans getting news via mobile devices, and 92 percent reporting the use of multiple platforms to get their news.
  • Internet is closing in but 74 percent still go to television for national and international news.
  • More of us “graze” for news with two minutes and 30 seconds being the average session per site, down from three minutes and six seconds last year – compared to about a half an hour with a daily newsprint product.
  • Sixty-two percent of internet users are on social media, and 77 percent of social network users get their news there.
  • Facebook is the third most popular referral site for news articles – following only Google and the original news site.

Contrary to those naysayers that keep saying print media is dead, this “old” media still provides most of our news!  In one American city (Baltimore), a whopping 92 percent of new content came from “old” media, proving that the published story is just the beginning of its life cycle.

There are lots of new players in the news game: citizens, non-profits, patch (local), commercial entities, corporate communications, newsmakers, privately funded sites, lobby and special interest groups. However, those producing news today have less control than ever in history. 

Mitchell said, “While news in the 21st century offers greater freedom today than ever to take part in the news conversations, it brings with it greater effort and responsibility.” 

So what does all this mean to you?  Obviously social networks are a very important distribution channel, but PR professionals must adapt to the “new” journalism – as a service, not a product that is platform specific. Communicators must be transparent with corporate messaging. What is your organization doing to adapt to the changing media landscape?